Business Value model in Omnichannel Marketing with Customer Relationship Approach: : A Fuzzy Study

MahmoodiSabooki, Moslem; Rahimi Baghmalek, Jahanbakhsh; Bahrami Saifabad, Mohammad

doi:10.22034/kps.2024.479442.1200

Business Value model in Omnichannel Marketing with Customer Relationship Approach: : A Fuzzy Study

Document Type : Original Research Manuscripts

Authors

Moslem MahmoodiSabooki ¹

Jahanbakhsh Rahimi Baghmalek ²

Mohammad Bahrami Saifabad ³

¹ PhD student, Department of Management, Yasuj Branch, Islamic Azad University, Yasuj, Iran

² Assistant Professor, Department of Management, Gachsaran Branch, Islamic Azad University, Gachsaran, Iran

³ Assistant Professor, Department of Management, Yasuj Branch, Islamic Azad University, Yasuj, Iran

10.22034/kps.2024.479442.1200

Abstract

The purpose of the research is to create a business value model through omnichannel based on customer relationship management based on a fuzzy interpretive structural approach. This research is exploratory in terms of practical purpose. The study population of this research was Sepeh Bank managers. Through purposeful sampling, of criterion-oriented type, the desired sample was selected and sampling continued until the theoretical saturation of data was reached. Therefore, the participants in the research included 12 professors and administrators. The research tool was a researcher-made questionnaire. In data processing, fuzzy Delphi method was used in MATLAB software and analysis of structural mutual effects and MICMAC software were used. Based on the results obtained, indicators of individual characteristics, bank digitalization, service quality, information and communication technology, cyber security, channel efficiency, training, improving customer orientation, innovation and creativity, profitability, technological knowledge, strong support system, word of mouth marketing and Beneficial virulence and association with the channel were confirmed in three Delphi rounds. A 7-level model was formed based on the fuzzy interpretive structural model. As a result, the omnichannel business value creation model based on CRM and fuzzy interpretive structural approach enables banks to improve customer experience, increase operational efficiency, achieve greater profitability, while maintaining security and risk management. to improve This model increases value for customers and banking businesses by creating integrated interaction in all channels and using new technologies.

Keywords

Business Value

Omnichannel

Customer Relationship Management

Customer Knowledge

Subjects

Knowledge management

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